For nearly a decade, the marketing team at Renter’s Warehouse had learned how to work around limitations.
After an acquisition in 2018, the national property management company inherited a new website setup—one that fundamentally changed how marketing could operate.
What had once been a flexible WordPress environment became a headless CMS implementation that, in practice, left marketers locked out of their own site.
“We went from being able to freely edit pages as marketers to only being able to publish blog content,” said Kelsy Colbeth, the Marketing Lead at Renter’s Warehouse. “Everything else required a ticket to our web team.”
At the time, it felt manageable. Over time, it became a real problem.
When “Headless” Became Hands-Tied
Renter’s Warehouse is a national property management company serving single-family homeowners who want to rent—not sell—their homes.
The website plays a critical role in educating prospective landlords, capturing leads, and supporting local markets across the country.
But for years, the site barely changed. From 2019 onward:
No new service pages could be launched without developer support
Landing pages required third-party tools, which are expensive
Larger initiatives stalled due to competing technical priorities
Even small content updates could take a week or more. “That just was not fast enough for our reaction as marketers within the space, things change very quickly, and campaigns need to launch,” said Kelsy.
The impact showed up where it mattered most: organic performance.
Despite publishing blog content, the lack of structural updates, fresh service pages, and ongoing optimization began to drag the site down. Organic visibility dipped. Paid campaigns became harder to justify. There was nowhere good to send traffic.
We’re a small marketing team. Just three of us. We need to move fast. But our website just… sat. We realized we needed to get the house in order before we started turning budget back on.
Kelsey Colbeth
The Goal: Give Marketing Ownership Back
What the team wanted was simple, and surprisingly rare:
The ability to create pages in minutes
Control over SEO and site structure
A design system that could scale across markets
A website that felt modern, trustworthy, and future-proof
Just as importantly, they wanted a partner who would challenge assumptions—not blindly agree.
That’s where LeadPulse entered the picture.
Phase One:
UX, Design, and a Scalable System
The project began with UX/UI and content structure.
LeadPulse worked closely with marketing to define:
Modular page components
Reusable content blocks
A system that worked nationally and locally
The design intentionally refreshed the brand without reinventing it.
“One of my favorite things was something we weren’t even thinking about,” Kelsy said. “They softened our color palette just enough. It still feels like our brand, but it’s easier on the eyes, more modern.”
White space, hierarchy, and consistency replaced a site that previously felt dated and rigid. The result was a design system that looked polished, but more importantly, was usable.
Phase Two:
Technical Integration Without Starting Over
Once design was locked in, the work shifted to implementation and integration
Renter’s Warehouse operates within a complex ecosystem:
Multiple Listing Service® (MLS®): A proprietary listing tool that syndicates to platforms like Zillow and Trulia
Existing analytics, tagging, and infrastructure
Rather than forcing a rebuild, LeadPulse worked within the existing stack to optimize what was already there.
“They really took the time to understand our technology,” Kelsy explained. “They didn’t try to rip and replace anything.”
The site was deployed using modern tooling (including Vercel), with improved tracking and a foundation for better reporting moving forward.
The Biggest Shift:
Speed, Ownership, and Confidence
The most meaningful change to Kelsy was operational.
“I can now create a page in minutes. I can update the homepage in seconds,” she said. “I don’t have to submit a ticket anymore.”
Even better, content updates now scale automatically. If pricing changes for one market, updating a single content block reflects everywhere it appears.
For the first time in years, marketing has true ownership of the website—something she considers essential for anyone in a content or organic role.
It’s our brand. How we show up matters. Having that control again has been huge.
Kelsey Colbeth
Early: Signals
Organic Momentum Is Back
While the site relaunched only a few months ago, early indicators are already promising:
Organic sessions are up
Leads are coming in through the site
Leads are coming in through the site
More importantly, the team finally has the foundation they need to grow intentionally.
Aside from organic wins, one of the biggest surprises came after launch. Before LeadPulse, marketing and engineering interacted primarily through tickets. During the project, LeadPulse worked across both teams—creating shared context and momentum.
Now, that collaboration sticks.
“The LeadPulse team understands both sides,” Kelsy said. “They’ll flag how something impacts our tech team before we even have to ask. They’ve become our web development team, not just an agency we worked with once.”
For a lean organization, that connective tissue matters.
I will say that I've worked with a lot of vendors and agencies throughout my career. Working with Leadpulse has been the best partnership experience that I have ever had.
Kelsey Colbeth
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